In the 2024 landscape of social media in driver recruiting, engagement is more crucial than ever, due to heightened competition and algorithm preferences that favor highly interactive content. It enables brands to share content that resonates, fosters a stronger community connection, and enhances employer brand visibility.

Why is Social Media Engagement Important? – The Big 3

There are tons of reasons why carriers looking to hire and retain truck drivers should have an eye on social media engagement. Here are just a few:

Increased reach: Engagement tells the algorithms to show your content to more users. Facebook and Instagram use “meaningful engagement” to prioritize posts and inform how they recommend content that potential truck drivers may find interesting.

Stronger communities: Social media should promote two-way communication. It’s important to not only share your message but also listen to your audience. Engagement helps you build authentic connections with potential drivers – and ensures their voices are heard.

Employer brand loyalty: Employer brand loyalty in today’s competitive truck driver market is more important than ever. Engagement boosts brand awareness, attracts potential drivers, and helps retention by encouraging ongoing commitment. Showcase positive workplace culture, celebrate employee achievements, and promote open communication.

Social Media Recruiting Tips:

Post Consistently

• Boost social media engagement (and stay on the algorithm's good side) by posting consistently. The recommendation is to post between 3-7 times per week on Facebook. And on Instagram, we suggest posting at least 3 times weekly.
• If the targets seem too ambitious for the current capacity of you or your team, there's no need to worry. Posting high-quality content that resonates with your audience, even if it's less frequent, is more effective than posting merely to meet a quota. Consider partnering with Conversion on Social Media Marketing services—we can post for you. Our team of experts can manage your social media accounts, ensuring that your content is engaging and strategically aligned with your brand goals.

Interact and Respond Promptly

• Communities are built in the comments section. Respond to comments and DMs to build authentic connections and employer brand loyalty. It doesn’t have to be right away, but speedy response times will benefit your brand. Find yourself with lots of comments, DMs and mentions to manage? Conversion’s Social Media Monitoring can help with that.

Adding a Boosted Budget & Page Like Campaign to Your Social Media Recruiting Strategy

• On social media, organic reach is the number of people who see your content through unpaid distribution – that is, without spending money to reach a specific audience. According to Hootsuite, as of July 2023, the average engagement rate of an organic Facebook post ranges from 2.58% down to just 1.52%. However, there are strategies available to help overcome this algorithm challenge.
• According to a 2023 Data Download, carriers experienced a 495% increase in engagements on social media channels year over year after adding boosted posts and page-like campaigns.

Engaging with driver audiences online is a powerful tool for your employer brand. There are many ways to increase your engagement, including posting consistently, responding promptly and being as authentic as possible. Carriers who swiftly integrate new social media strategies outpace their counterparts in driver lead volume over those who lag behind. Have questions about how you can better use social media in your truck driver recruiting and retention efforts? We’ve got answers. Connect with Conversion today!